The Middle East’s live entertainment and event marketing industry is experiencing a transformation driven by emerging technologies, sustainability initiatives, and AI-powered personalisation. The market is projected to reach $76.67B by 2028, with immersive experiences, hybrid events, and eco-friendly innovations at the forefront.
As consumer expectations evolve, event organisers have to adapt to provide engaging, sustainable, and highly personalised experiences.
Hybrid experiences driving audience engagement
The post-pandemic landscape in the live entertainment industry has been marked by a dramatic decline in virtual events: by mid-2023, 60 per cent of events were held in person, compared to just 30 per cent in 2021. The shift has been driven by increasing tiredness from fully digital events, “Zoom fatigue”, and the lack of meaningful, authentic connection in online-based entertainment. As a result, audiences are seeking the energy and unique experiences of live events – according to recent polls, 72 per cent of respondents prefer traditional physical events over online ones. While the number of fully virtual events has naturally decreased, growing demand for deeper engagement boosts the evolution of immersive events and venues.
One of the most striking examples of this trend is the Sphere, a giant immersive entertainment venue soon coming to Abu Dhabi. Featuring immersive LED displays and next-generation audiovisual technology, this Sphere is expected to be monumental in scale with a capacity of 20,000. Another milestone event was Eric Prydz’s HOLO show in Dubai, which brought his iconic 3D holographic performance to Expo City Dubai in October 2024 as the closing performance of GITEX Global 2024, marking HOLO’s Middle East debut.
Alongside a growing number of hybrid events in the region, more and more immersive entertainment parks and attractions are opening their doors in the GCC region. AYA Universe, an award-winning entertainment park in Dubai, boasts 12 rooms that combine art and technology, transcending the boundaries between dream and reality.
Sustainability initiatives as an essential tool
As global events such as GITEX Global and the Huawei Tech Carnival in the Middle East gain momentum, the number of international participants grows proportionally. With it comes not only opportunities for growth and collaboration but also concerns about the environmental impact of large-scale gatherings as emissions from air travel and logistics continue to rise.
Embracing digital innovation is key to reducing the environmental impact of large-scale events, from streamlining logistics to minimising waste. One example is mobile-first ticketing—platforms like Platinumlist replace paper tickets with SafeTickets, cutting paper use while enhancing security. As the industry shifts toward sustainability, technology plays a crucial role in eco-conscious event management.
Several major events paved the way for sustainable event management. COP28 Dubai was the first UN climate summit to be powered entirely by clean energy, featuring carbon-offset programs, digital-only ticketing, and a strict zero-plastic policy. The 2022 FIFA World Cup in Qatar also introduced innovative sustainability measures – the Stadium 974 was constructed entirely from recyclable shipping containers and dismantled after the tournament.
Sustainability has become a core factor in event management for audiences and sponsors alike, reshaping the entire economy of event management. As eco-conscious sponsors prioritise partnerships with green events, sustainability now plays into core business decisions.
AI-driven personalisation transforming attendee experience
The Middle East is at the forefront of AI usage in event marketing. Conferences like LEAP 2024 in Saudi Arabia focus on the role of generative AI in industries ranging from healthcare to finance, while the Future IT Summit 2025 in Dubai is expected to highlight AI-driven event planning and networking tools. At the same time, Web Summit 2025, exploring AI’s impact on data ethics, governance, and regulation, is scheduled to take place in Qatar this coming February.
AI is reducing the carbon footprint of large-scale events and revolutionising event marketing by enhancing personalisation and audience engagement. AI algorithms curate tailored experiences, ensuring attendees can engage in relevant and meaningful interactions.
The future of live events in the middle east
The Middle East’s live events industry is rapidly growing, with the market projected to reach $76.67B by 2028. As the region cements its position as a global hub for entertainment innovation, emerging technologies, sustainability initiatives, and AI-driven personalisation reshape how events are designed and experienced.
The next era of live events will likely see Extended Reality (XR) and the Metaverse play a larger role, blending physical and digital elements to create fully immersive “phygital” experiences. At the same time, sustainability remains a priority, with eco-conscious venues and carbon-neutral initiatives setting new industry standards.
As the live entertainment landscape evolves, success will depend on leveraging technology for deeper engagement, enhancing audience experiences, and prioritising sustainable practices. Organisers, sponsors, and attendees drive a new era of interactive, responsible, and future-focused events.
By Cosmin Ivan, CEO at Platinumlist
